專業(yè)技能字典市場(chǎng)研究補(bǔ)遺(文件)
【正文】 nd assessing uses and abuses of qualitative research in the development and evaluation of all elements of the marketing mix。 constructing stimulus material that elicits consumer participation and constructive input。 investigating and synthesising existing consumer and market data to identify opportunities。 constructing and using simulated test markets。 assessing and municating results from packaging inuse tests。 assessing data from consumer panels (purchase and consumption)。 performing detailed data reconciliations。 answering queries on the data accuracy。 drafting and agreeing contracts。n Building Data Structures Drafting data hierarchy specifications。 developing multiple hierarchies to reflect trade, consumer and pany views of the market。 monitoring performance (brand, category, etc.) over time。 weight of purchase。 trial/repeat (Parfitt Collins) etc.)。 ensuring that longer term / strategic use of the data is not promised by short term tactical issues。 investigating market and value drivers (price elasticities, demand coefficients, discounted brand shares, profit curves)。 determining data and resource requirements。 identifying appropriate plexity of model required。 n Managing the Modelling Process Evaluating capabilities and suitability of Unilever/third party best practice modelling expertise。 applying 抯ystems thinking?to modelling problems (eg causal loop analysis)。 municating with/motivating and managing modelling experts。 developing trade and/or category scenarios。 establishing trade and category data structures。 establishing/interpreting financial consequences of model solutions。 incorporating modelling into marketing activities, . individual promotions and brand plans。 defining the scale and scope of the project, including project risk。 face to face briefing of the selected agency。 being responsive to alternative ways of meeting the brief。 providing input to and motivating and managing agency team。 examining the agency’s analysis of the data。 quality controlling the production and archiving of agency reports including relevant stimulus material.。 seeking validation of the findings and their interpretation。 controlling the quality of fieldwork by attendance where appropriate。 agreeing the stimulus material。 developing the questionnaire / discussion guide。 selecting the appropriate research agency based on expertise, availability, partnership agreements, costs etc.。 MARKET RESEARCH PROFESSIONAL SKILL AREAS5MANAGEMENT OF MARKET RESEARCH PROJECTSThe efficient management of the technical, financial and human resources to meet the agreed marketing and business needs on time and within budget.n Developing the Project Brief Agreeing the key business/marketing issues to be addressed by the project, the project deliverables and success criteria。 the solution。 recognising key benefits and major tradeoffs。 modelling channel and category flows。 determining when to conclude model development.n Facilitating Trade and Category Management Determining the information needs for Trade Marketing。 pursuing creative definition/development/application of models。 monitoring progress。 obtaining informal feedback Unilever and other experiences。 .n Assessing and Selecting Modelling Techniques Appraising capabilities and characteristics of the major statistical modelling techniques (baselining, regression, Box Jenkins, Baysian, Neural Nets etc.)。 translating business, category and customer management strategies into modelling requirements。 developing systems and processes to share uses of the data across the business。n Interpreting and Advising Assessing levels of knowledge of different user groups。 duplication and switching 。 performing dissaggregated analyses (demographics。 identifying and municating factors that lie behind the analyses。 maintaining data in the correct hierarchies。 conducting periodic review of supplier and agency performance。 specifying and municating requirements with agencies and other suppliers。 validating data and ensuring data is correct。 building understanding of market structure and dynamics。 MARKET RESEARCH PROFESSIONAL SKILL AREAS3CONTINUOUS MARKET RESEARCHThe purchase, provision and interpretation of continuous research data to support and inform Marketing and Customer Management decisions and activities, based on prehensiv
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